The Power of Emotional Values in a Doctor’s Decision to Buy Clinical Products
When doctors are making decisions about which clinical products to buy, they take many factors into account. One of the most powerful factors is emotional values. These invisible and intangible qualities attach to a product or service, making it appear and feel more valuable from the doctor’s perspective. In this blog, we will explore the role of emotional values in a doctor’s decision to buy clinical products, and why these values can be more important than price.
The Power of Emotional Values: Emotional values are intangible qualities that cannot be measured in monetary terms. They can include factors such as the reputation of the company, the perceived quality of the product, and the level of trust the doctor has in the seller. Emotional values are subjective, and doctors will have their own preferences and biases when making purchasing decisions. However, the power of these values cannot be overstated.
For doctors, their patients’ well-being is their top priority. They want to provide the best care possible, and they need clinical products that they can rely on. Emotional values such as trust and reputation play crucial roles in the decision-making process. Doctors are more likely to buy products from companies that they trust, even if the products are more expensive. They may feel more confident that these companies have invested in research and development and have a track record of producing high-quality products.
The Role of Salespeople: Salespeople play a critical role in influencing a doctor’s decision to buy a particular product. They may try to persuade doctors to buy their products by emphasizing the price. However, doctors are often more concerned about the name and reputation of the company selling the product. Salespeople who understand the power of emotional values can be more effective in convincing doctors to buy their products.
For example, a salesperson who has built a relationship of trust with a doctor is more likely to influence their decision than someone who is only concerned with selling a product. They can tap into the emotional values of trust and reputation, and help the doctor feel more confident in their decision to buy a particular product.
Conclusion: Emotional values play a crucial role in a doctor’s decision to buy clinical products. While price is an important consideration, doctors are more likely to buy products from companies that they trust and that have a good reputation. Salespeople who understand the power of emotional values can be more effective in convincing doctors to buy their products. By building relationships of trust and emphasizing the reputation of their company, salespeople can help doctors make informed decisions that lead to better patient care.
About the Author:
Dr. Vijay Viraj is a seasoned healthcare sales and business strategist with expertise in expansion. He specializes in training and mentoring sales executives, managers, and heads in modern sales methodologies, particularly in the healthcare sector. His efforts have resulted in generating revenue of over INR 30 crore across various products for his clients. Dr. Viraj is also an accomplished corporate leadership speaker who provides guidance to CEOs, startup founders, entrepreneurs, budding coaches, and trainers, helping them to 10X their revenue.
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